chap012
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Chapter 12Chapter 12
MeasurementMeasurement
ScalesScales
McGraw-Hill/Irwin Copyright © 2011 by The McGraw-Hill Companies, Inc. All Rights Reserved.
12-2
Learning ObjectivesLearning Objectives
Understand…
• The nature of attitudes and their relationship to behavior.
• The critical decisions involved in selecting an appropriate measurement scale.
• The characteristics and use of rating, ranking, sorting, and other preference scales.
12-3
Measurements are RelativeMeasurements are Relative
“Any measurement must take into account the position of the observer. There is no such thing as measurement absolute, there is only measurement relative.”
Jeanette Wintersonjournalist and author
12-4
PulsePoint: PulsePoint: Research RevelationResearch Revelation
34 The percent of workers who are considered truly loyal.
12-5
The Scaling ProcessThe Scaling Process
12-6
Nature of AttitudesNature of Attitudes
CognitiveI think oatmeal is healthier
than corn flakes for breakfast.
Affective
Behavioral
I hate corn flakes.
I intend to eat more oatmealfor breakfast.
12-7
Improving PredictabilityImproving Predictability
Reference groups
Reference groups
Multiple measuresMultiple
measures
FactorsFactors
StrongStrong
Specific
Basis
DirectDirect
12-8
Measurement ScalesMeasurement Scales
“All survey questions must be actionable if you want results.”
Frank Schmidt, senior scientistThe Gallup Organization
12-9
Selecting a Selecting a Measurement ScaleMeasurement Scale
Research objectives Response types
Data propertiesNumber of dimensions
Forced or unforcedchoices
Balanced or unbalanced
Rater errorsNumber of scale points
12-10
Response TypesResponse Types
Rating scaleRating scale
Ranking scaleRanking scale
CategorizationCategorization
SortingSorting
12-11
Number of DimensionsNumber of Dimensions
Unidimensional
Multi-dimensional
12-12
Balanced or UnbalancedBalanced or Unbalanced
Very bad
Bad
Neither good nor bad
Good
Very good
Poor
Fair
Good
Very good
Excellent
How good an actress is Angelina Jolie?
12-13
Forced or Unforced ChoicesForced or Unforced Choices
Very bad
Bad
Neither good nor bad
Good
Very good
Very bad
Bad
Neither good nor bad
Good
Very good
No opinion
Don’t know
How good an actress is Angelina Jolie?
12-14
Number of Scale PointsNumber of Scale Points
Very bad
Bad
Neither good nor bad
Good
Very good
Very bad
Somewhat bad
A little bad
Neither good nor bad
A little good
Somewhat good
Very good
How good an actress is Angelina Jolie?
12-15
Rater ErrorsRater Errors
Error of central tendency
Error of leniency
•Adjust strength of descriptive adjectives
•Space intermediate descriptive phrases farther apart
•Provide smaller differences in meaning between terms near the ends of the scale
•Use more scale points
12-16
Rater ErrorsRater Errors
Primacy EffectRecency Effect
Reverse order of alternatives periodically or randomly
12-17
Rater ErrorsRater Errors
Halo Effect
• Rate one trait at a time
• Reveal one trait per page
• Reverse anchors periodically
12-18
Simple Category ScaleSimple Category Scale
I plan to purchase a MindWriter laptop in the 12 months.
Yes No
12-19
Multiple-Choice, Multiple-Choice, Single-Response ScaleSingle-Response Scale
What newspaper do you read most often for financial news? East City Gazette West City Tribune Regional newspaper National newspaper Other (specify:_____________)
12-20
Multiple-Choice, Multiple-Choice, Multiple-Response ScaleMultiple-Response Scale
What sources did you use when designing your new home? Please check all that apply.
Online planning services Magazines Independent contractor/builder Designer Architect Other (specify:_____________)
12-21
Likert ScaleLikert Scale
The Internet is superior to traditional libraries forcomprehensive searches.
Strongly disagree Disagree Neither agree nor disagree Agree Strongly agree
12-22
Semantic DifferentialSemantic Differential
12-23
Adapting SD ScalesAdapting SD Scales
Convenience of Reaching the Store from Your LocationNearby ___: ___: ___: ___: ___: ___: ___: Distant
Short time required to reach store ___: ___: ___: ___: ___: ___: ___: Long time required to reach store
Difficult drive ___: ___: ___: ___: ___: ___: ___: Easy Drive
Difficult to find parking place ___: ___: ___: ___: ___: ___: ___: Easy to find parking place
Convenient to other stores I shop ___: ___: ___: ___: ___: ___: ___: Inconvenient to other stores I shop
Products offeredWide selection of different
kinds of products ___: ___: ___: ___: ___: ___: ___:Limited selection of different
kinds of products
Fully stocked ___: ___: ___: ___: ___: ___: ___: Understocked
Undependable products ___: ___: ___: ___: ___: ___: ___: Dependable products
High quality ___: ___: ___: ___: ___: ___: ___: Low quality
Numerous brands ___: ___: ___: ___: ___: ___: ___: Few brands
Unknown brands ___: ___: ___: ___: ___: ___: ___: Well-known brands
12-24
SD Scale for Analyzing Actor SD Scale for Analyzing Actor CandidatesCandidates
12-25
Graphic of SD AnalysisGraphic of SD Analysis
12-26
Numerical ScaleNumerical Scale
12-27
Multiple Rating List ScalesMultiple Rating List Scales
“Please indicate how important or unimportant each service characteristic is:”
IMPORTANT UNIMPORTANTFast, reliable repair 7 6 5 4 3 2 1Service at my location 7 6 5 4 3 2 1Maintenance by manufacturer 7 6 5 4 3 2 1Knowledgeable technicians 7 6 5 4 3 2 1Notification of upgrades 7 6 5 4 3 2 1Service contract after warranty 7 6 5 4 3 2 1
12-28
Stapel ScalesStapel Scales
12-29
Constant-Sum ScalesConstant-Sum Scales
12-30
Graphic Rating ScalesGraphic Rating Scales
12-31
Ranking ScalesRanking Scales
Paired-comparison scale
Forced ranking scale
Comparative scale
12-32
Paired-Comparison ScalePaired-Comparison Scale
12-33
Forced Ranking ScaleForced Ranking Scale
12-34
Comparative ScaleComparative Scale
12-35
SortingSorting
12-36
MindWriter ScalingMindWriter Scaling
Likert ScaleThe problem that prompted service/repair was resolved
StronglyDisagree Disagree
Neither AgreeNor Disagree Agree
StronglyAgree
1 2 3 4 5
Numerical Scale (MindWriter’s Favorite)To what extent are you satisfied that the problem that prompted service/repair was resolved?
VeryDissatisfied
VerySatisfied
1 2 3 4 5
Hybrid Expectation ScaleResolution of the problem that prompted service/repair.
Met FewExpectations
Met SomeExpectations
Met Most Expectations
Met AllExpectations
ExceededExpectations
1 2 3 4 5
12-37
Ideal Scalogram PatternIdeal Scalogram Pattern
Item
Participant Score
2 4 1 3
X X X X 4__ X X X 3__ __ X X 2__ __ __ X 1__ __ __ __ 0
* X = agree; __ = disagree.
12-38
Key TermsKey Terms
• Attitude• Balanced rating scale• Categorization• Comparative scale• Constant-sum scale• Cumulative scale• Error of central
tendency• Error of leniency
• Forced-choice rating scale
• Forced ranking scale• Graphic rating scale• Halo effect• Item analysis• Likert scale• Multidimensional scale
12-39
Key TermsKey Terms
• Multiple-choice, multiple-response scale
• Multiple-choice,
single-response scale• Multiple rating list • Numerical scale• Paired-comparison
scale
• Q-sort• Ranking scale• Rating scale• Scaling• Scalogram analysis• Semantic differential• Simple category
scale
12-40
Key TermsKey Terms
• Sorting• Stapel scale• Summated rating
scale
• Unbalanced rating scale• Unforced-choice rating
scale • Unidimensional scale
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